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It was my first time over at the Selangor Turf Club, to catch some horse race, betting on one, and of course to attend the Carlsberg's Chinese New Year 2014 Media Launch. Carlsberg Malaysia unveiled its Chinese New Year campaign with a magnificent media launch fittingly held at the prestigious Selangor Turf Club (STC) at the auspicious time and date of 11:11am on January 11. Read on below on what transpired that morning.

Given the cultural significance of the Chinese zodiac sign of the horse in the eyes of the Chinese community, Carlsberg welcomed the lunar new year by presenting a special horse race named the ‘Carlsberg Golden Success Cup’ to symbolically unleash success and good fortune in leaps and bounds for consumers and customers of the brand.

Performances during the launch

We were treated to a lion dance performance as well

In keeping with tradition, the launch itself was filled with pomp and ceremony that started with the arrival of Carlsberg Malaysia managing director Henrik Juel Andersen in a horse-drawn chariot to the beat of Chinese drums, followed by the appearance of eight “Fook Gods” (Gods of Prosperity), and a riveting lion dance performance by multiple world-champion troupe, Kun Seng Keng Dragon Lion Dance Association.

Surrounded by the Gods Of Prosperity, here's hoping for more luck and prosperity this year

The launch also unveiled the striking creative of the Carlsberg Chinese New Year campaign from behind a 10-foot tall door embellished with mock gold coins, reminiscent of an ancient palace entrance in olden day China.

Carlsberg welcoming the year of the Horse

Carlsberg Malaysia managing director Henrik Juel Andersen said, “Carlsberg has always taken the time to pay homage to and show appreciation for Chinese customs and traditions, and more so during this time of the year. As we bid goodbye to the Year of the Snake, we are racing into the new lunar year with speed and energy to spread success and good fortune to all our consumers and customers.”

“The horse is a strong and noble animal. Its magnificence is clearly reflected in our Chinese New Year campaign creative and it is Carlsberg’s call to consumers to take charge and be bold as they pursue every happiness and success that await.”

And it's launched, the CNY 2014 Carlsberg Golden Success Cup

In what was arguably the most auspiciously symbolic race of the year for the brand, the ‘Carlsberg Golden Success Cup’ saw jockeys and horses vie wholeheartedly to gain the lead, and win the prestigious trophy and cash prize of RM75,000 as the crowd cheered them on in a hearty welcome to the upcoming Year of the Horse.

We had a good view of the horse race that morning

Being my first time to a horse race, it was an exciting experience as I could actually see the track as the horses and jockeys thundered away. We were each given these coupons to bet on our winning horses, which I duly placed. It was unfortunate my chosen horse did not win, but hey, it was worth the experience!

The VIPs were seen discussing on which horse to bet on

Andersen said that the horse race was also a part of Carlsberg’s quest to encourage consumers to boldly embrace the year ahead. “The horse has long played an integral role in the history of China, be it for transportation, to fight battles, as entertainment for its emperors and even in Chinese mythology. What better way to usher in the Year of the Horse than with this horse race that embodies the energy and strength that we wish for our consumers to achieve golden success in the lunar new year.”

He added, “We have already begun sharing good fortune and prosperity with our Chinese New Year ang pow giveaways through the consumer promotion nationwide. With over 80,000 cash prizes and giveaways up for grabs, we are happy to see thousands of our consumers being rewarded with ang pows as a result. This is our way of saying “thank you” to our loyal consumers.”

My very first horse race betting ticket, placed at the Selangor Turf Club

To participate in the promotion, Carlsberg consumers just need to check the bottle cap liner when they open either a large bottle of Carlsberg, Asahi Super Dry or Royal Danish Stout at participating outlets. With a total of 30 big ang pow of RM8,888 each and 3,000 ang pow worth RM388 each to be given away by February 14, Carlsberg consumers should not miss the opportunity to be on the receiving end of good fortune from the brand.

To add excitement to the campaign, consumers who submit a contest form could also stand to win RM888 and bonus prizes. Four bonus round draws will take place during the campaign, where a total of 40 units of 50” Sharp LED televisions as bonus prizes can be won. Do check out my previous post for more details (Carlsberg Malaysia 2014 Chinese New Year Promotion)

Pretty Carlsberg ladies in cheongsams serving us drinks and food at the launch

Bloggers and friends present at the launch

To bring family and friends closer together during the festive season, Carlsberg is the official beer sponsor of the promotional roadshow for the Chinese New Year movie “Ah Beng – Mission Impossible’, a Malaysian production featuring local artistes Jack Lim who plays ‘Ah Beng’, as well as Jeff Chin, Yumi Wong, Gan Mei Yan and Chen Keat Yoke.

As part of the roadshow, the cast will visit 20 Carlsberg affiliated food courts in Klang, Ipoh, Butterworth and other parts of Penang to meet and greet consumers. Consumers who purchase two buckets of Carlsberg during the activity stand a chance to get an autographed photo of ‘Ah Beng’ and the other stars.

With one of the good folks from Carlsberg Malaysia, Diana. Here's to a great year ahead!

It was indeed a rather grand Carlsberg 2014 Chinese New Year Media Launch. A lot of effort have been put in by Carlsberg Malaysia to make it a success. For more information on the consumer promotion and other festive activities lined up, visit Carlsberg's official sites online at facebook.com/Carlsberg or Carlsbergmalaysia.com.my. Now, here's wishing everyone of you a very prosperous and auspicious Chinese New Year.May the year of the horse bring more luck and prosperity to all.